Don't just spend on ads.
Learn what makes them work.
Follow the money from your campaign to the customer—and discover where results are being lost.
What are you actually paying for?
Tap each model. The objective changes what success looks like.
Useful when the audience does not yet know the brand. Measure reach, frequency and relevant downstream signals—not just likes.
Useful when you need visits to a website, landing page or other destination. A cheap click is not valuable if the visitor has no real interest.
Useful when customers need to ask questions before buying. Track qualified enquiries, response time and confirmed sales—not message volume alone.
Useful when the platform can optimise for a meaningful purchase event and enough reliable conversion data is available. Tracking setup matters.
Campaign objectives and available features vary by platform. Choose the closest available objective to your real business goal.
Not everyone is your customer.
Imagine a Bengali bookstore promoting a novel. Select an audience to see the difference.
May help discovery, but many people reached may not care about the book. Broad targeting can still work when the creative, objective and delivery system find likely customers.
It is also what they need and when.
Interest targeting and inferred buying intent are not guarantees of purchase. Use platform-supported options, test them and follow privacy rules.
People see the ad before they see your strategy.
Tap each part of this sample ad to understand its job.
Sponsored
NOVEL
TO KEEP
Tell us the title or author. We'll check availability and share the price.
Message to check availabilityUse a clear product image or a relevant human situation. Avoid cluttering the image with several competing messages.
Connect the product to the customer's interest or problem. A vague slogan may get attention but leave the customer unsure what is offered.
Give accurate product details, clear expectations and credible information. Never invent reviews, availability or delivery promises.
Tell people exactly what to do next. Make sure the destination or messaging flow actually delivers on the promise.
Small budget. Clear experiment.
Use this simplified planner to explore a campaign budget. These are planning assumptions, not platform forecasts.
A test budget is not a rule that fits every account. Keep enough budget and time to learn, and do not split a small budget across too many audiences and creatives.
Cheap clicks can be expensive customers.
Compare these two hypothetical campaigns. Which one delivers more enquiries per rupee?
The better campaign is not automatically the one with cheaper enquiries. Check lead quality, confirmed orders, revenue and profit before deciding.
Useful for understanding traffic costs. It does not tell you whether the clicks are relevant or lead to sales.
Define what counts as a lead. If the business receives many low-quality enquiries, the number alone can be misleading.
Count actual outcomes that matter to the business, such as confirmed orders or new customers. State exactly which outcome you use.
ROAS is not profit. It does not automatically account for product costs, delivery, salaries, refunds or other business expenses.
Diagnose before you change.
Select the problem. Follow the likely investigation path.
Check whether the hook, visual, offer and audience fit together. Compare click-through rates using the correct platform definition and comparable placements.
Check the destination, message, page speed where relevant, clarity of the offer, CTA and how easy it is to enquire.
Make the ad more specific about who the offer is for. Review actual lead quality and sales feedback instead of optimising for message volume alone.
Calculate contribution after product cost, fulfilment and other variable expenses. Review discounts, returns and acquisition costs before increasing spend.
Measure the result before scaling.
Don't let the dashboard fool you.
Tap each mistake to reveal the better approach.
Decide whether the campaign is meant to build awareness, drive visits, generate qualified enquiries or acquire customers.
Engagement may help discovery, but separately track enquiries, confirmed sales and customer value.
Allow for delivery and conversion delays. Use sufficient evidence for the campaign's budget and conversion volume; don't assume one fixed number of days fits every case.
Use appropriate tracking, consistent campaign naming and a clear definition of a lead or sale. Check what the platform can and cannot attribute.
What would you do?
Choose an answer and check your reasoning.
Your campaign safety check.
Tick the items you have genuinely completed.
0 of 7 checks completed
Spend with a hypothesis.
Scale with evidence.
Paid advertising is not just buying attention. It is a measurable experiment that connects the right message to the right customer and business outcome.
Choose one real product or service. Write down the campaign objective, target audience, creative idea, CTA, budget, primary metric and what counts as a successful outcome. Before spending money, check that the enquiry or purchase process works. After launch, diagnose the weakest stage before changing the campaign.
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